In 1990, Showtime ventured into acquiring and premiering independent films directly for the channel, originally as part of its 30-Minute Movie anthology series of short films. One of its first premieres, , was nominated for an Academy Award. In the years that followed, Showtime expanded its acquisitions into the realm of feature-length fare, including the critically acclaimed remake of Lolita, directed by Adrian Lyne.

In the 2000s, Showtime began test marketing a subscription-video-on-demand SVOD system. Now there is a Showtime subscription-video-on-demand channel called Showtime On Demand, which users are able to see episodes of Showtime original series, movies, adult programming and boxing. This channel is only available on digital cable in the US.

Branding

Showtime's launch logo made in 1976 was a circle with a TV screen inside (identical to TV Globo's, but without the circle in the center.) From 1984 to 1990, it was accompanied by a bold "SHOWTIME" script. The TV screen was dropped in 1986 and the circle was dropped in the early 1990s, and the script took over as the primary logo. The current Showtime logo consisting of the network's name still in all caps with the 'SHO' imprinted on a circle was implemented when the network rebranded itself in 1997. The logo which is slightly similar to Cinemax's current logo introduced the same year, is shown most of the time with just the circle 'SHO' (formerly the network's shortened name within TV Guide listings).

Following in the footsteps of Starz, the main Showtime networks brand many of its films with transparent logos of each respective network, to the chagrin of many who would rather see clean screenings of movies with no commercial branding whatsoever. Cinemax also brands films and series with logos, which usually only appear for a few minutes before being removed and reappear later on.

Unlike other premium channels, Showtime has recently begun to air banner advertising for its upcoming shows during movies, original content.

Logos

Movies

After its launch, Showtime signed exclusive first-run agreements with several movie studios. After being acquired by Viacom in 1994, Paramount Pictures began an output deal with Showtime (then also owned by Viacom), effective after 1997, which lasted 10 years. After the old Viacom was split in two corporations, the output deal with Paramount was not renewed after 2007, thus the pay-cable rights will transfer in 2009 to a new premium channel initiated in part by Viacom. Showtime has also agreements with MGM Studios, Lions Gate Films, IFC Films (which it shares broadcasting rights with Starz), ThinkFilm, certain films put out by The Weinstein Company (those that are distributed theatrically in conjunction with MGM Studios), and the newly re-formed United Artists (still a subsidiary of MGM). In 2008, the channel signed a deal with First Look Pictures to air their films.

On December 11, 2005, Paramount announced that it had purchased DreamWorks SKG in a deal worth $1.6 billion. It is still unclear when Showtime will add films from the studio onto its viewing schedule, as films being put out by the studio are still part of the studio's output deal with HBO.

Usually films which Showtime has pay-cable rights will also run on The Movie Channel during its time of license.

Even though Showtime doesn't have an output deal with certain titles from Universal Pictures, a number of films from Universal are played on Sundance Channel since the channel is a joint venture of Showtime, Universal, and The Sundance Institute.

The future of the channel was put into question when it was announced that three of its major suppliers of films Paramount Pictures, MGM, and Lionsgate, as well as their respected subsidiaries (Paramount Vantage and United Artists), would be teaming up together to form a new premium movie channel, set to launch in September 2009. This is primary due to the company split-up of parent company Viacom into two separate entities, Viacom and CBS, the latter owning Showtime. Paramount Pictures' contract with the channel expired January 2008. This includes such films as Cloverfield and Iron Man being available to the new channel upon its initial run. MGM and Lionsgate's contracts expire at the end of 2008. It is unclear whether of not this deal will include films from DreamWorks Pictures, given that it was purchased by Paramount Pictures and their feature films are distributed theatrically by Paramount.